The NFL is entering the new season with three official sports betting partners, including a newcomer. On August 27, the league announced a partnership with Fanatics Betting and Gaming, joining previously established partners DraftKings and FanDuel, who have been official sportsbook partners since 2021.
Both DraftKings and FanDuel have renewed their agreements, which originally were set to expire after the 2025 season. In addition to their sportsbooks, DraftKings will continue its role as the NFL's official daily fantasy sports partner, a position held since 2019, while Fanatics will serve as an official online casino marketing partner for the league.
NFL executive vice president and Chief Revenue Officer Renie Anderson expressed enthusiasm about partnering with three reputable companies in the sports betting arena. "DraftKings, FanDuel, and Fanatics share our vision for innovation and fan engagement, but most importantly, our commitment to protecting the integrity of the game. We look forward to navigating this next chapter in sports betting together," Anderson stated.
Details of the financial agreements were not disclosed, but these partnerships come with significant benefits for the sportsbooks. Each partner gains access to NFL branding, the right to advertise during games, and participation in major events such as the Super Bowl and NFL Draft. They also access the league’s official statistics, including Next Gen Stats, and the BetVision interactive streaming platform through Genius Sports, the NFL's exclusive data distributor.
Media reports previously indicated that an increase in the cost of Genius Sports data might have hampered the re-negotiation of prior agreements involving DraftKings, FanDuel, and Caesars, which ultimately chose not to renew its partnership with the NFL. DraftKings Chief Marketing Officer Stephanie Sherman highlighted the marketing potential tied to the NFL, especially for live betting, stating that the partnership allows DraftKings to align with the season's most significant events.
In addition, the new deal with Fanatics marks an expansion of their existing relationship, which previously focused on collectibles and NFL merchandise. As an online casino marketing partner, Fanatics will benefit from similar marketing advantages as its sportsbook competitors, allowing it to promote its casino app alongside or instead of its sportsbook offerings. Fanatics Betting and Gaming CEO Matt King emphasized this as part of a broader vision for Fanatics as a comprehensive digital sports platform, enhancing fan engagement with the NFL.
Collaboration on maintaining the integrity of the game is a shared goal between the NFL and its sportsbook partners. They will engage in intelligence-sharing and responsible gambling initiatives, which includes banning wagers perceived as potentially compromising, such as those related to officiating decisions or player injuries.
While the NFL has established partnerships with three sportsbooks, there is speculation about potential future deals with official prediction market partners, similar to agreements made by the NHL and MLB. NFL Commissioner Roger Goodell previously noted concerns about the risks associated with prediction markets, emphasizing a cautious approach. Renie Anderson reiterated that the NFL is not currently considering entering the prediction market arena commercially, and the new sportsbook agreements do not extend to prediction market offerings.
